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Why Should You Create A Customer Success Journey Map?

November 15, 2021


The importance of a customer success journey map cannot be stressed enough. Although navigating the customer success process can be tough, you need to turn to the customer success journey map to ensure success. Every area that is difficult to navigate requires a map. Hence, you need to devote your efforts towards creating a customer success journey map. The document will provide you with all the information you need to proceed in the right direction. Do not forget that Retained customers will pay a 17% price premium if it means getting excellent service (American Express).*

This guide to customer success journey maps aims to provide you with all the information you need.

What Is a Customer journey?

Before you create a customer success journey map, you need to understand what a customer journey is. It is a summary of the experiences that your customers go through in order to interact with your company. Having a visual layout of all the steps that customers go through allows you to focus your efforts on customer success.

8 Steps to Create the Best Customer Journey

Creating a relevant customer journey requires you to look at things from the perspective of your customers. It allows you to create a customer roadmap that covers different milestones. The following steps will help you create the best customer journey.

1. Determine the Stages of the Customer Lifecycle

The first step that you need to take to create the best customer journey is to determine the stages of the customer lifecycle. It is divided into three main stages as mentioned below.

  • Onboarding: It is the initial step of the customer journey and requires you to get customers to use your product or service at least one. Then, you need to focus your efforts on ensuring that you get them into the habit of using your product or service regularly. The onboarding stage is extremely important as it plays a huge role when it comes to customer retention. Therefore, you must make sure that your customers understand everything.
  • Adoption: After your customers understand the value of your product, its features, and regularly use it, they will proceed with the adoption phase. You must leverage nurturance campaigns for increasing user engagement, growth, and advocacy.
  • Renewal: Every subscription-based product has a renewal period. It could be monthly, quarterly, bi-annually, or annually. You must tackle problems that might prevent your customers from renewing the subscription by diving deep into bad reviews and support tickets. It is also an important time to upsell and cross-sell.

2. Identify What Success Look Like For Each Stage and For Each Segment

The next step that you need to take is identifying what success truly means for each stage and each segment. Look into each of the stages mentioned above and identify what success would look like. Success would be different for each segment. Hence, you must also cover all the different segments.

3. Customize Notifications

For making the process much easier, you should customize notifications by using a customer success platform or early warning system based on key customer metrics. It will cover health score changes and enable your team to immediately repair low health scores and utilize upsell opportunities.

4. Target Events and Milestones

Journey events and milestones play a huge role in ensuring customer success. This is why you need to target them adequately. Think about the type of problems your customers would want to solve, the outcomes they require, and if they share the definition of success.

Typical milestones that you can expect include the initial transaction, demos, onboarding, upsells, and renewal. Issue an appropriate response for each event and milestone to effectively target them.

5. Map Touchpoints at Each Stage of the Customer Success Journey

A critical step that you need to keep in mind when creating a customer journey map is mapping touchpoints at each stage. A customer touchpoint is a part of the customer journey where both prospects and customers interact with you.

The following are some of the most common touchpoint examples.

  • Company Website – Landing page, the home page, pricing page
  • Sales calls
  • Social media
  • Product trials
  • Product demos
  • Product knowledge base
  • Emails
  • Product Onboarding Process
  • Cancellation Flow
  • Renewal Process
  • Customer Support

6. Create Automated Actions

There is just so much that you can do as a customer success manager or team lead. Take advantage of a customer success platform to perform automated actions for each step of the customer journey. It ensures that events and milestones do not go overlooked. Choose a customer success platform that allows you to assign tasks to relevant customer success team members automatically. Automating actions will help standardize operations.  

7. Gather As Much Feedback As You Can

The best customer journey map is one that is based on extensive feedback. This is why it is important that you gather as much feedback as possible from different teams and channels.

Customer surveys offer valuable information that you can utilize for providing a better experience to your customers. The data can even reveal patterns and help with segmentation for the most effective business strategy. Make sure to regularly gather and analyze feedback to stay ahead of your competition.

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8. Always Look For Opportunities to Optimize Your Customer Journey

Lastly, you need to look for opportunities to optimize the customer journey. It is crucial that you constantly find ways to optimize the journey and ensure that your customers are more successful. Identify early signs of your customers not being successful. You must build these into the customer journey map to ensure that your team focuses on resolving any issues before they even arise.

Once you follow all the steps, you will be able to create your customer journey.

Why Is It Important for Your CS Team?

Now, you must be wondering why a customer success journey map is important for your CS team. You cannot expect to run an effective customer success program without one. It would only prove to be very difficult. Here is why it is important.

To Understand Your Customers Better

If you want to launch an effective customer success program, you will need to understand your customers better. This is where the customer journey map comes in handy. It provides you with all the information you need to better understand your customers.

Develop a Customer-Centric Approach in Your Company

Another reason why you need to create a customer journey map is that it allows you to develop a customer-centric approach. As it focuses on the needs of your customers, you can count on it to be customer-centric.

Improve Your Revenue by Increasing Your Retention Rate

Finally, a customer journey map helps improve your revenue. It does this by increasing the retention rate. As you will be able to identify common pains, you will get to eliminate them and ensure that customers have a smooth experience for achieving customer success. This would help keep customers coming back which will translate into more revenue.


Now you get all the advice to start your own Customer Success Journey Map. Follow every step and do not forget to focus on what is really important for your business and the needs of your customers. Finally, to use Disney’s words, “The way to get started is to quit talking and begin doing”.


*Hannah Smith, November 13 2019, “Customer Retention and Loyalty Tactics”, American Express,https://www.americanexpress.com/en-us/business/trends-and-insights/articles/customer-retention-and-loyalty-tactics/

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